<!doctype html>
<html lang="en">

	<head>
		<meta charset="utf-8">
		<title>data demo</title>

		<script src="http://libs.baidu.com/jquery/2.0.0/jquery.min.js"></script>
	</head>

	<body>

		<div data-role="page" data-last-value="43" data-hidden="true" data-options='{"name":"John"}'></div>

		<script>
			$("div").data("role") === "page";
			$("div").data("lastValue") === 43;
			$("div").data("hidden") === true;
			$("div").data("options").name === "John";
		</script>

	</body>

</html>